ProWein Highlights Innovation and Inspiration for 2017

By Anne Krebiehl MW

Photo: Messe Düsseldorf / Constanze Tillmann

ProWein, one of the wine industry’s biggest trade shows, will once again open its doors in Düsseldorf, Germany, from March 19–21. More than 6,300 exhibitors from 60 countries are scheduled to attend the event, topping last year’s record count of 6,200 from 59 countries.

Ecuador, Poland, Indonesia and Myanmar (formerly Burma) will present wines for the first time this year. While wine is ProWein’s predominant focus, approximately 400 spirits exhibitors are also expected.

Both the Champagne Lounge and Organic World are slated to return, while the FIZZZ Lounge—a creative space dedicated to mixology, craft beer and even coffee—seeks to push its boundaries.

Two sub-shows, “Same But Different” and “Packaging & Design,” are dedicated to innovation and inspiration. Visitors can also expect an extended program of tastings at the ProWein Forum.

Marius Berlemann, ProWein Global Head Wine & Spirits

Ensuring smooth operations, ProWein’s new global head of wine and spirits, Marius Berlemann, says, “I want to expand our service concept to make our visitors’ arrival and stay as easy and comfortable as possible. A new visitor’s guide will be distributed at all exhibition center entrances.”

Also new? A catering area is opening, featuring food trucks, as well as a redesigned website.

“It is always very exciting to feel the power of this international summit.” —Marius Berlemann.

Berlemann is excited about the Route USA initiative, now in its second year.

“This route will guide U.S. visitors to those producers who seek to meet them,” he says. “To make it as easy and as obvious as possible, producers will have special signage, the Route USA logo, on the floor in front of their booth, indicating their interest in finding importing and distribution partners in the United States.

“In addition, there will be a special link on the ProWein Web site to ‘Route USA,’ listing the names and booth numbers of all participating exhibitors,” Berlemann continues.

The show’s reputation for connecting people continues: 50% of visitors who responded to a survey last year confirmed that they found new suppliers. Almost 96% of respondents stated they achieved their show goals.

“It is always very exciting to feel the power of this international summit,” says Berlemann. “We want ProWein to fulfill and even exceed its claim of being the number one trade fair for the international wine and spirits industry.”

German-born but London-based, Anne Krebiehl MW is a freelance wine writer contributing to international wine publications. She also lectures, consults and translates and has helped to make wine in New Zealand, Germany and Italy. She adores acidity in wine and is thus perfectly suited to her Austria/Alsace/England beat. Her particular weaknesses are Pinot Noir, Riesling and traditional-method sparkling wines.